Several years ago, when researchers were studying religious expressions in, what we might now call, Web 1.0, they made a distinction between two types of religious content on the Internet: “religion online” and “online religion.” The first of these referred to the simple presence of religious institutions, and related organizations, on the Internet. A religious congregation’s Web site would be a good example of this. The second category refers to content that facilitates and constitutes manifestations of religious experience on the Internet. Religious communities and churches in Second Life are a contemporary example of this type of content.

The first type of content was, and still is, very useful for those who are part of established religious communities or organizations, and for those who seek more information about specific types of religions or congregations. The second type of content was, and likely still is, attended to by at least three categories of Internet users: those who are religiously disenfranchised from established religions, those who are geographically separated from the type of religious communities that best fit their beliefs and needs, and those who want to enhance their offline religious lives. The Internet is a platform that allows all three types of people to reach across geographic and other boundaries and connect with spiritually like-minded individuals around the globe.

The pope’s call for priests to be more active online, and the recent popularization of Facebook and social media in general, suggest a blurring of this demarcation between religion online and online religion. Religious leaders generally, though not always, represent some established religious tradition. Facebook, on the other hand, represents a more bottom-up, online religion-like way of gravitating toward people whom you like and who are like you. Religious leaders’ presence on Facebook might, therefore, make the established religions they represent seem more informal and approachable to their fellow Facebook users. So people may find it easier to interact with these religious leaders, ask them questions, seek guidance, share their joys and sorrows, and so on. But I’m not convinced that Facebook users will be more likely to do so.

All the folks I mentioned earlier—those who surf to church or temple Web sites, read up on religions on Beliefnet, or get together for a religious service in Second Life—are all somehow already invested in religion. If they are not affiliated with some established religious tradition, then they are at least seeking, are open to, some religious knowledge or experience. And these will be the types of folks who interact with religious leaders on Facebook, Twitter, and blogs. They are already, and have always been, likely to interact with religious leaders.

What the religious leaders’ presence in social media is unlikely to accomplish, however, is getting in touch with those who feel perfectly fine being as religious or nonreligious as they currently are. Those who were not inclined to get in touch with religious leaders before Facebook are probably still not inclined to do so now.

Piotr Bobkowski is a doctoral candidate at the University of North Carolina, Chapel Hill and a researcher on the “Youth Online Self-Disclosure Project.”